REPORTS TO: Head of Online

LOCATION: Malta

SALARY: Dependent on experience

Job Description

As Sport Retention Marketing Manager of the Stanleybet Sport, you are responsible for all Sport Retention Marketing activities for Stanleybet, across the online business. This includes complete responsibility for all Sport Retention Marketing strategy, Sport Retention Marketing activities, player value management, VIP & Potential VIPs management, customer reacquisition as well as contributing towards business development [acquisitions].
However, since the above functions are distributed through the business, your role will be a mix of direct [individual] accountability, as well as shared [Department] accountability.

Your responsibilities include, but are not limited to:

  • Play the lead role in defining the overall strategy for the Italian Sport business:
    o As a leader and senior member of this business, you are also expected to play a strong and positive role as a leader in the broader business.
  • Driving customer retention & extracting value:
    o Ensuring that player activity and changes are closely monitored to ensure maximum extraction of value.
    o Implementing all appropriate measures to achieve the above, covering alternative communication methods, promotional mix, user experience, promotional strategy etc.
  • Delivering world class promotions and retention interventions
    o Promotions definition, promotion execution, segment analysis, promotion analysis and experience management of all regional player segments.
  • With the reacquisitions team, driving efficient and effective reacquisition efforts across both products, brands and [where relevant] language.
  • Working closely with the VIP team to ensure that a Stanleybet centric VIP program is implemented & built, which ensures that:
    o Stanleybet VIPs are effectively identified, developed and retained.
    o Web projects, opening offer implementation, management and analysis.
    o Recognition and implementation of new projects / partnerships which deliver growth.

Be a leader: Overall Strategic direction & Team Management

  • Define the strategic direction of the Stanleybet Sport businesses, through active engagement with Senior Management and other divisions:
  • o Product / brand strategy.
    o Retention & Promotions strategy.
    o Work closely with acquisitions to ensure that acquisitions and conversions are engaged with your strategy.

  • Regular reporting back to the business and management on the performance of our Stanleybet Sport business, covering key metrics, growth drivers and areas of the business which require attention.
  • Ensure that the broader Stanleybet team is suitably trained, staffed and managed in order to achieve the objectives set out
    o Identify growth & development areas.
  • Where relevant, manage all partnerships and projects in conjunction with external parties.
  • Display leadership behavior, personal integrity and drive by creating a work environment that encourages excellence, rewards performance, and embraces change.
  • Take positive action in dealing with underperformance and mediocrity, and effectively resolve & manage conflict.
  • Be fully committed to Living the Stanleybet Values and acts as a role model by building mutual accountability for meeting business and individual objectives.
  • Be a positive influence in the business, enabling cross divisional projects and assisting the business in bringing the overall vision and strategy to fruition.

Business Growth: Player Retention, Value & Promotion Management [In conjunction with the retention team where applicable]

  • Implement effective product and segment specific promotions, targeting specific value & retention deficiencies or opportunities. .
  • Creative & effective leveraging of appropriate channels for all Sport Retention Marketing purposes [including SMS, email, DM etc]. .
  • Driving 2nd and ongoing purchase & play [manage & mine the single depositing customer database]. .
  • Ensure that Big Winners, Big Losers & Big Purchasers are treated appropriately in order to extend lifetime & value. .
  • Implement and manage an effective new player development / hand-holding program. .
  • Play a leading role in ensuring that MIMO related / deposit, withdrawal & APM issues & opportunities are identified and dealt with.
  • Apply competitor research in your teams promotional thinking & execution. .
  • Ensure that all promotional execution is error-free & world class.
  • Leverage cross branding effectively to extend player lifetime & value.
  • Drive cross play between product verticals.
  • Deliver appropriate pre- & post measurement & analysis on campaigns and promotions.
  • Grown the total Net Contribution from retained & reacquired customers.
  • Drive improvement in the net contribution per individual.
  • On-going and thorough analysis & control of Bonus spend & optimization.
  • Ensure that all available product elements are effectively leveraged.

Business Growth: Acquisitions, Conversions and Channel Development [In conjunction with the conversions, team]

  • Ensure that all elements of the Stanleybet acquisitions funnel are understood, analyzed and improved upon.
  • Increase the volume of acquired and converted profitable Stanleybet customers.
  • Ensure appropriateness & effectiveness of conversions communications tracks, player interventions.
  • Pay attention to the use of Bonus spend on acquisitions and conversions.
  • Investigate and implement new & effective channel Sport Retention Marketing initiatives [Stanleybet display networks, offline activations and initiatives, etc.] .
  • Ongoing review and analysis of performance of initiatives, maximizing volume and value and ensuring that the number of delivering campaigns is improved over time.
  • Support the affiliate channel with insights, campaigns and drive where appropriate, channel specific campaigns and Retention tracks.

Reacquisition [In conjunction with the retention team where applicable]

  • Design & implement efficient & effective program/s to reacquire lapsed / lapsing customers and extend both their lifetimes and values.
  • Ensure that all campaigns are product appropriate & relevant [review alternative strategies for different platforms].
  • Leverage all available communication channels [Email, outbound, SMS & Direct Mail].
  • Ensure that campaigns are value focused [not volume only].
  • Leverage effective cross-branding & product vertical leveraging.
  • Ensure that reacquired customers are retained beyond the initial reacquisition.

Overall Product Management: Web Projects, Opening Offers, Application development etc.

  • Manage the websites of the Stanleybet brands, ensuring that they are optimized for usability, onsite conversions and are brand appropriate.
  • Ensure that the opening offers are at all times relevant and economically effective.
  • o Where possible test alternative opening offers
    o And provide affiliate specific opening offers where appropriate.

  • Maintain error free & effective content on the websites at all times, ensuring timely promotional content updates.
  • Pay attention to web analytics relating to the websites, and develop improvements based on the learnings.
  • Play the driving role in developing, enhancing and improving the overall Stanleybet product delivery & UX.
  • Work with the product team directly to ensure that:
    o We are using all available Stanleybet product features
    o We are working closely to help define the future path of the Stanleybet product offering.

Qualifications and Education Requirements

High school diploma or equivalent; postsecondary education recommended

Preffered Skills

  • Office suite: Excel (Pivots), PowerPoint, Word
  • Online Sport experience an advantage